Sure, you will still find a variety of granola-type stores along the Kitsilano strip but, culturally, the Ave has changed quite a bit over the past three decades McDonagh has spent there.

“4th Avenue is perhaps misunderstood in other parts of town,” McDonagh says with a chuckle. “I hear all the sarcastic jokes about it, and it can be backed up. Some of 4th Avenue has typecast itself a little bit — it always did. Frankly, I think a lot of people don’t know what they’re missing.”

McDonagh hopes this weekend’s Khatsahlano! festival, which takes place Saturday between 11 a.m. and 6 p.m. on 4th Avenue between Burrard and McDonald, will change people’s perception of the strip.

Organized and funded by the 4th Avenue Business Improvement Association, the music, arts and shopping fair dedicated to highlighting the charms of 4th will feature, among other things, five stages where some of Vancouver’s brightest musical acts (and a few from elsewhere in B.C.) will be performing live throughout the afternoon.

McDonagh said the idea of making the music component an integral part of Khatsahlano! came about following the demise of Hippie Days in 2009, when Zulu hosted small performances in a tent in front of its shop.

“It got a bit stale,” McDonagh says. “I thought, ‘This isn’t representative of what Vancouver or 4th Avenue is any more.’ In 2010, there wasn’t going to be anything and it upset me because it was so great to have so many people on the street. So for 2011, I suggested we do a bigger version of what we did in front of our store and have it be a cross-section of some of the great independent bands in Vancouver.”

McDonagh and other Zulu staff started by making a “wish list” of bands they wanted to see playing, and co-organizer Megg Cooper came in to help rope it all together.

The festival will feature two big stages at Vine and Cypress, with three smaller stages anchored at Maple, Arbutus and Yew.

Bands will each be performing 40-minute sets.

McDonagh admits organizing a musical component of this size where 25-plus bands are involved has been a challenge, but that the initiative will certainly have its reward.

“I think a lot of the locals who live around the area are going to like it,” McDonagh says. “They’re really open-minded to new bands. I just worked at the folk festival [in the CD tent] and some of the most adventurous music was bought by people in their sixties.”

Comments

We encourage all readers to share their views on our articles and blog posts. We are committed to maintaining a lively but civil forum for discussion, so we ask you to avoid personal attacks, and please keep your comments relevant and respectful. If you encounter a comment that is abusive, click the "X" in the upper right corner of the comment box to report spam or abuse. We are using Facebook commenting. Visit our FAQ page for more information.

Almost Done!

Postmedia wants to improve your reading experience as well as share the best deals and promotions from our advertisers with you. The information below will be used to optimize the content and make ads across the network more relevant to you. You can always change the information you share with us by editing your profile.

By clicking "Create Account", I hearby grant permission to Postmedia to use my account information to create my account.

I also accept and agree to be bound by Postmedia's Terms and Conditions with respect to my use of the Site and I have read and understand Postmedia's Privacy Statement. I consent to the collection, use, maintenance, and disclosure of my information in accordance with the Postmedia's Privacy Policy.

Postmedia wants to improve your reading experience as well as share the best deals and promotions from our advertisers with you. The information below will be used to optimize the content and make ads across the network more relevant to you. You can always change the information you share with us by editing your profile.

By clicking "Create Account", I hearby grant permission to Postmedia to use my account information to create my account.

I also accept and agree to be bound by Postmedia's Terms and Conditions with respect to my use of the Site and I have read and understand Postmedia's Privacy Statement. I consent to the collection, use, maintenance, and disclosure of my information in accordance with the Postmedia's Privacy Policy.